Apple launches its new iPhone range, the first to incorporate a generative artificial intelligence (AI) system, the leading technology in Silicon Valley. The Californian group is banking heavily on these new devices, while its neighbor Google and especially South Korea’s Samsung, the world’s leading smartphone manufacturer, have already launched phones equipped with generative AI.
Apple needs a new product to revive its phones, which are losing ground slightly. In the April-June period, iPhone sales fell 1% from a year earlier. “These new iPhones are very important. They are Apple’s most profitable product category and a key cog in its rapidly expanding world of services and subscriptions,” said Gadjo Sevilla, an analyst at Emarketer.
In early June, a year and a half after startup OpenAI spearheaded the launch of generative AI with ChatGPT, Apple unveiled Apple Intelligence, a way to integrate the new technology into its devices. According to the company, the AI will be able to suggest replies to emails and create images, among other things. Users will also be able to ask Siri, its voice assistant, more complicated questions, such as finding a photo in their albums by describing it with their voice.